The hope, Cuomo said, is to convince temporary hunting and fishing license holders to upgrade to a lifetime pass, which run from $460 for a fishing license to $750 for a permanent state parks pass.

"This is about generating revenue for the state in terms of fees, and we think significant fees," Cuomo said. "And it's about making government work on a practical, administrative level."

The new license plates will be available free of charge only to new purchasers of a lifetime hunting, fishing or parks pass. They are branded as part of the state's tourism campaign with slogans like "I Love NY Hunting."

The state will send more than 1 million letters to temporary license holders in the coming weeks to alert them of the new program in hopes of getting them to upgrade, according to Cuomo's office.